菲利普.科特勒的“市场营销”讲义10.ppt

Chapter 10
Positioning and
Differentiating Market Offerings
Marketing Management
Tenth Edition
Objectives
Identify Differentiating Attributes
Choosing & Communicating Effective Positioning
Marketing Strategies Along the Product Life Cycle
Marketing Strategy & Market Evolution
The petitiveAdvantage Matrix
Volume
Fragmented
Stalemated
Specialized
Size of the
Advantage
Small
Large
Number of Approaches
to Achieve Advantage
Few
Many
Product Differentiation
Form
Fea-
tures
Perfor-
mance
Quality
Conform-
ance
Quality
Dura-
bility
Relia-
bility
Repair-
ability
Style
Design
Delivery
Services Differentiation
Ordering
Ease
Maintenance
& Repair
Customer
Training
Installation
Customer
Consulting
Miscellaneous
Services
Differentiation
Personnel
Channel
Media
Atmosphere
Symbols
Events
Image Differentiation
Differences Worth
Establishing
Affordable
Superior
Profitable
Preemptive
Distinctive
Important
Positioning is the act of designing pany’s offering and image to occupy a distinctive place in the the target market’s mind. P 298
Perceptual Map

- - - - - - - -





-
-
-
-
Magic
Mountain
Japanese
Deer Park
Busch
Gardens
Knott’s
Berry
Farm
Lion
Country
Safari
Marineland
of the
Pacific
Disneyland
Economical
Fun rides
Exercise
Fantasy
Good food
Easy to reach
Educational,
animals
Little waiting
Live shows